Social media advertising is an offshoot of digital marketing where paid ad campaigns are run on social media platforms to reach target audiences. Marketers and advertisers can promote their brands and inspire sales through the social channels that users frequently use.
~ 26% of users who click on Facebook ads end up buying the advertised product.
~ 7 million+ businesses use Facebook for advertising.
These compelling stats provide a clear picture of how integral social media advertising has become for organizations to grow their business.
In the online world, it is getting increasingly complicated to get your message noticed, as user attention is increasingly becoming a scarce resource. Social media network advertising is significantly impactful as it allows you to deliver your message to your ideal buyers throughout their purchase journey. For instance, before the release of a new product, a B2C brand can run a brand awareness campaign to garner pre-buzz. Similarly, a B2B organization can re-engage its audience through remarketing campaigns to sell a high-ticket product.
Social media network advertising distinguishes itself from traditional advertising with sophisticated targeting capabilities. Traditional advertising adopts the carpet-bombing approach, wherein brands deliver ads to the maximum number of people possible, regardless of whether they’re interested or not. Social media, on the contrary, enables brands to connect with the ideal buyers based on their geographic, demographic, psychographic, and behavioral characteristics/traits.
Facebook Enables Different Ads Types Depending on Their Objectives
Facebook’s audience targeting allows you to target users based on criteria such as age, geography, income groups, interests, work/profession, and so on. Brands can diversify their audience base through custom and lookalike audiences.
Facebook currently supports the following ad formats:
Video: Brands can promote video ads up to 240 minutes in length. However, top-performing video ads tend to be short.
Collection: Collection ads feature a primary image/video along with four images arranged in a grid below the primary media. After clicking on the ad, the user is taken to the product page. The post-click sequence is powered by Instant Experience, and therefore, the user can view the landing page without leaving Facebook or Instagram.
Carousel: Allows brands to feature up to 10 images or videos within a single ad, with each image/video consisting of a different link.
Slideshow: Using Facebook Ad Manager, brands can create a slideshow video from a bunch of photos. Facebook allows brands to add motion, text, and sound to these videos.
Instant Experience: Previously known as Canvas, Instant Experience ads are interactive, mobile-exclusive ads that can have 20 images or videos up to 2 minutes long.
Lead generation: Lead gen ads enable brands to collect information from users who are interested in their offerings. These ads are available on Facebook and Instagram and can host image, video, and carousel formats.
Offers: Businesses can offer discounts to their customers using image, video, collection, and carousel ads.
Event responses: Brands can drive awareness and boost RSVPs to their event posts using image and video ads.
5 Social Media Advertising Best Practices: In this section, let’s look at some best practices to optimize your social media ad campaigns:
Experiment on Organic Content First: Before trying something new in your ad campaign posts and creatives, experiment with it on your organic posts. If something works on the organic posts, we can assume that it will work with paid ads too as the target audience is fairly the same. Once you know what works, you can experiment with the finer details while you’re running the campaign through A/B tests.
Get Ultra-Specific With Audience Targeting
Social media network advertising is powerful because of its targeting capabilities. You can target people based on where they live, the type of content they consume, the places they visit, and so on.
Since paid campaigns are highly goal-oriented, you can maximize results by getting ultra-specific with the audience. Get as granular as you can. The narrower you go, the better the performance will be. Once you start getting results, you can increase audience numbers using the lookalike audience feature.
Create Multiple Ad Creatives:
The success of your campaigns depends largely on the ad creatives. To maximize the chances of success, hedge your opportunities by creating multiple ad creatives. It isn’t about running A/B tests. You can create two (or more) entirely different creatives for the same campaign. You can use distinct ad copies and visuals altogether. The social media platform will push the ad that is bringing results to optimize the ad spend.
Design Attention-Grabbing Creatives:
Social media jobs are often passive scrollers. They keep scrolling through their news feeds until something catches their eye, which means you’ve got a split second to catch their attention. This requires you to design something so striking that they’ll be compelled to scroll back to view your ad.
You can play around with colors, icons, or fonts to grab their attention. Similarly, you can write irresistible but relevant headlines that will entice them to click on your ads.
Harness the Power of Remarketing
It’s unlikely that people will remember you in a single interaction. A visitor may have landed on your blog post to solve their problem but could be completely oblivious to your brand. In such cases, you can use remarketing to reintroduce yourself. Remarketing campaigns are effective not just in serving as a reminder but also in building trust and strengthening brand recall.
Advantages of Social Media Ads:
One of the advantages of social media Ads is that social media specialists help marketers drive brand awareness, engage their audience, and drive conversions. One of the biggest advantages of a social media job is the precise audience targeting. Here are five other advantages of social media Ads:
1. More Control Over Your Ads
The problem with traditional advertising is that you can’t control the outcome once your ad goes live. With a social media job, you have control over the campaign on a granular level. You can tweak the budget, targeting, creatives, and delivery on the go. This gives marketers new marketing social media strategies that give a higher sense of control and provide multiple opportunities to optimize the campaign on the fly.
2. Innovative Ad Formats
The social media specialist job is constantly evolving. New targeting capabilities and ad formats are frequently introduced. Carousel ads, lead gen ads, canvas ads, etc. were nonexistent a few years back, but brands now largely rely on these ad formats. This innovation allows marketers to experiment and iterate.
Also, different ad formats support different goals. For instance, carousel ads are useful in the brand awareness stage, while lead generation ads are effective in gauging the receptiveness of a lead.
3. Reach Qualified Customers
You know who your buyers are. It’s not feasible for brands operating on a shoestring budget to spend an exorbitant amount of money on running paid campaigns. Although marketing social media strategies is not exactly cost-effective as many claim, it certainly allows you to run ads to a specific segment of your audience. Social media specialist uses features such as custom audience or remarketing, you can run ads that are visible exclusively to users who are aware of your brand and need only a nudge to buy from you. Oftentimes, marketing social media strategies are that nudge.
4. Boost Conversion Rates
Every business is trying to optimize its conversion rate. They implement various growth hacks to do just that. A surefire alternative to boosting conversion rates is social media advertising. Designing social media strategies that tell users what to expect on the following landing page is proven to increase conversion rates.
5. Sophisticated Tracking Mechanism
Social media strategies track every single impression, click, and conversion on your ads. This tracking mechanism quashes the need for the spray-and-pray approach, where your actions are often based on your intuition. Social media strategies thrive on data; therefore, the decisions are guided by what’s working and not by your gut feelings.
Closing WordsSocial media advertising is a rapidly evolving field, with newer and more effective ways to target and influence your audience. There is no doubt that it is one of the most impactful ways to drive genuine engagement and conversions.
The majority of your customers are on social media, and that allows you to adopt a more nuanced approach to advertising – one that tailors the content based on individual preferences, interests, and behavioral traits.
What are the Disadvantages of social media Ads:
Marketing via social media is challenging for various reasons.
Allows Negative Feedback:
One of the disadvantages of social media Ads is that Feedback is a pressing vital factor for business owners. Anyone can share almost everything on Social Media with others. Thus, negative feedback can impact nearly everyone.
Just one comment containing negative feedback from a dismayed customer or client can go viral. As a result, it can hit your business harder than a knockout punch.
So if a customer sees anything negative online about your business, they could lose trust in your brand. As a result, it can ruin the perception of businesses. In addition, your chances of attracting more potential clients also decrease.
But, you can always mitigate the damage by responding to feedback and providing satisfactory customer service.
Costly and Tedious:
The disadvantage of Social Media Ads is a consistent, gradual process of popularizing a brand or business, which sounds easy in theory. Still, it will require a lot of time and patience from consultants, especially regarding Social Media Management. You would most likely need a year’s worth of luck to get immediate results.
However, you can speed up the pace of your advertising campaigns by giving them a boost, at a price.
Susceptible to Misleading Information:
It’s no secret that social media contains a lot of fake news and misleading content. Unfortunately, other users even believe those posts immediately without properly cross-checking for validity.
If you offend or disappoint a customer, they may use the power of social media to spread nasty rumors about your business. So, users who cannot filter through misleading information could fall into that dismayed customer’s lies. A customer’s negative announcements on Social Media could cost you potential and even existing clients. Thus, misleading information could tarnish your business’s reputation on a large scale. A Social Media Marketing Expert should be vigilant for such information, especially anything related to your brand.
At-Risk to Possible Security Breaches:
With the rise in technological advancements also comes the rise of hackers and other malicious individuals. So, you must consider potential security measures if you plan to create a social media account for your business. Our accounts, applications, and websites are at risk for possible security breaches from online hackers. Then, when these hackers access our Social Media accounts and channels, they can harm us in many ways. As a result, they have the power to destroy your business’ reputation. Although this rarely happens, the stakes are still higher for business owners when it does.
We should remember to handle Social Media Advertising critically while tailoring strategies according to our business. But then, if you decide to use the channel, you’ll need help from Social Media Marketing Consultants.
Social media ads, such as on Facebook, can get your business far on a user base of millions, depending on the network. On a final note, you should know that successful business owners need to take calculated risks. In business, staying within one’s comfort zone doesn’t take you anywhere. Furthermore, there are no returns without a healthy amount of risks!